We7 likely to relaunch as Blinkbox Music

Tesco is to reposition We7, the streaming music service it acquired earlier this year, under the brand of its video-on-demand platform Blinkbox, according to reports.

We7, once seen as a direct Spotify rival, but which has been more focused of late on its ‘interactive radio’ offer akin to US-based Pandora rather than full on-demand streaming, was bought by the supermarket giant back in June. Tesco acquired the majority of film streaming service Blinkbox a year earlier, and it was always assumed that the retailer would look to closely align its two streaming content platforms (three since it acquired ebooks service Mobcast in September).

According to Marketing magazine, Kate Simon, Marketing Director for Tesco’s VOD company, has now been promoted to a new role overseeing the marketing of all of the retailer’s digital content services, and it’s thought that will lead to We7 and Mobcast becoming music and book channels within Blinkbox in due course.

The first major marketing campaign for Blinkbox was launched earlier this month, and insiders say Tesco sees it as the strongest of its acquired brands in the digital content space. Though it’s not known quite how quickly We7 and Mobcast will be relaunched as Blinkbox services.